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InUnderstanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of the older consumer. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force.In order to reach this group, Barrie Gunter shows how to target advertising and respond to the changes that have occurred.Understanding the Older Consumerprovides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping.

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"My recommendation is to buy the book if you are interested in research concernin over-50s consumers....with references dating back to 1920, with almost 80 percent of those references dating between 1974 and 1993 and, finally, with those references including nearly every prominent consumer behavior researcher in the USA and the UK during those years, the book is definitely a "must-have" for current researchers in the field."-"Journal of Consumer Marketing "Extensive references cited at the end of this book enhance this valuable source for those interested in advertising and marketing and psychology."-"Choice